News

Big Data helping Russian retail chain improve path to purchase

June 28, 2013

Synqera, a Saint Petersburg, Russia-based technology firm, announced its joint pilot program with Ulybka Radugi, a large Russian retail chain. Ulybka will integrate Synqera technology to incentivize the consumer's path to purchase and foster loyalty.

The piloted solution serves as a proprietary facial recognition media communications device utilizing the Synqera software platform at the point of payment within Ulybka Radugi brick-and-mortar locations. Synqera's software syncs the physical profile of each customer facing the sensors-enabled checkout device, data from the loyalty card, and actual shopping basket with the parameters of preliminary uploaded content.

The software then creates rich visual media on the interactive customer display for each customer's unique order, shopping tendencies and response rate, in real time, the announcement said. The retailer also has the option to deliver the content outside of the store through mobile apps, SMS text messages, e-mail or Web site content customization, with all channels managed via one interface.

"Retailers have been looking for ways to incentivize customers to return, from the moment of entering the store to the point of purchase, but few have been able to keep up with technological advances," said Filipp Shubin, Synqera COO. "Consumers — typically female — frequently purchase cosmetics and household goods across a variety of stores and channels. Synqera is able to help self-adjust the in-store purchase process in a notoriously difficult section of retail — the female consumer shopping experience."

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